Traditional advertising is dead, says the marketer who cut Mastercard's ad budget by 70%

Mastercard cut its advertising budget by 70% and redirected spending toward consumer experiences instead of traditional ads. Raja Rajamannar argues that conventional advertising no longer works the way marketers expect, implying a strategic shift in brand investment rather than a financial shock. The piece is commentary on marketing strategy and is unlikely to move the stock materially on its own.

Analysis

Mastercard cut its advertising budget by 70% and redirected spending toward consumer experiences instead of traditional ads. Raja Rajamannar argues that conventional advertising no longer works the way marketers expect, implying a strategic shift in brand investment rather than a financial shock. The piece is commentary on marketing strategy and is unlikely to move the stock materially on its own.